The PrimeFish project organised a workshop on competitiveness, marketing and value chain in fisheries and aquaculture in the CETMAR Foundation (Vigo, Spain). On the 6th of October 2017 international researchers on the fields of competitiveness, productivity and marketing will present a market-oriented prediction toolbox for the seafood sector (PrimeDSS).

This report investigates consumer demand and choice behaviour for fresh fish at the retail market. In particular, consumer preferences for different fish alternative species are outlined, as well as different attributes, using a labelled choice experiment (LCE). The outcomes allow to elicit consumers’ preferences and willingness to pay (WTP) for the salient attributes of a variety of fresh fish species in the retail market.

More than 3,500 salmon consumers from five European countries were interviewed to assess the impact of negative press on their attitudes and future consumption of salmon. According to the results, exposure to a negative message has a significant impact on consumers' attitudes and intentions. The attitudes related to health aspects (healthy and safe) decrease by 13.5%, while the attitudes related to environmental aspects (good for environment, ethical, sustainable) decrease by 14.4%.

France is among the largest consumer markets for fish in Europe and its largest market for salmon, thus making it a key location for domestic and foreign sellers of fish. This report combines theory consistent demand analysis with the marketing convention of analysing purchase frequencies, to shed some light on the French fish market. It includes an estimation of a demand system of different fish types, in terms of purchase frequencies, using scanner data. The results show that consumers purchasing different types of fish are vastly heterogeneous.

In recent years, concerns over the sustainability of food consumption patterns in high-income countries have emerged due to the now well-documented negative effects of some diets on both health and the environment. Research seeking improvements generally supports a move away from animal-based products towards plant-based products, but the role that fish and seafood might play in sustainable diets remains unclear.

This report studies the valuation of non-market effect on the production of farmed Atlantic salmon. There is large agreement across farmers and other stakeholders within salmon farming in Norway and United Kingdom that the present regulations fish farmers face when it comes to effects on the physical environment are good, and that they are sufficient to secure a sustainable industry. The only disagreement on this issue is related to the access to regulations.

This report compiles time series of prices and an analysis of the occurrence for “boom and bust” cycles for the species studied in PrimeFish (salmon, cod, trout, herring, seabass, seabream and pangasius). This study focuses on patterns in the price – without trying to explain it beyond time components i.e. year - trends, seasonality – months and potentially other cyclical patterns.